"Enhancing the customer journey…," "adopting a more personalised approach…," "the importance of data…," - when it comes to articulating how brands can improve their customer strategies, some phrases seem to be trotted out if not interchangeably, then generically. Best intentions abound, but specific strategies still appear thin on the ground. But "fit" offers apparel retailers and brands a clear, some would say natural, way forward. Stuart Simms, chief executive of fit preference specialist Fits.me explains.